Unlocking the mysteries of consumer choice is the impetus of Wansink's work and with mock living rooms and two-way mirrors the Food and Brand Lab does it daily. His research focuses not only on helping consumers better understand their eating and nutritional habits but also helping food and packaging companies better communicate taste, value and relevance to an audience overwhelmed by variety. Here Wansink discusses our misconceptions about comfort foods (they're not as bad as you think), tricks to battle mindless eating and how to really move appetizers at your next party.